Brand Development Campaign of the Year (Service)

Gold

Campaign Title

Every Day A Different Journey

Client

Tourism New Zealand

Agency

Genesis Burson-Marsteller

New Zealand is one of the most popular tourist destinations in India, but it mostly attracts the adventure tourist. Tourism New Zealand knew it needed to expand Indians' perceptions of New Zealand's offerings to get an increase in tourists over the year prior.

TNZ conducted research and found that Indians' perceptions of New Zealand were established by movies that depicted its scenic vistas or cricketers with a penchant for adventure.

These influences had led many Indians to believe that New Zealand was a great place to visit for the outdoors, but wasn't the ideal destination for people looking for new urban areas to explore.

Using popular culture to broaden horizons, TNZ took Indians on a 10-day trip of the breath-taking country with the help of a headline-grabbing and relevant cultural ambassador. The integrated campaign “Everyday A Different Journey” showcased the diverse experiences that New Zealand had to offer (unique culture, friendly people, luxury experiences and world-class cuisine). The campaign used the strategy of moving tourists from being aware of New Zealand to actively considering it for their next vacation and to finally motivating them to book a trip. The campaign played out over advertising, social media, public relations and partner promotions.

Silver

Campaign Title

Repositioning brand SpiceJet amid turbulence

Client

SpiceJet Ltd.

Agency

Adfactors PR

SpiceJet, one of India’s low-cost carriers, had 98% of its flights grounded due to a major financial crisis in mid-December 2014. So much so, the airline company seemed to be on the verge of a shutdown – leading to acute nervousness among various stakeholders, including the government, lessors, creditors, customers, investors and the media. There was a change in management but the brand faced a complete erosion in trust among prospective customer-passengers and huge questions remained on the viability of the carrier.

This case study showcases how the PR consultancy first dealt with the concerns of all stakeholders through transparent communication on a real-time basis; positioned Ajay Singh, the original promoter, as the ‘Turnaround Specialist’, and launched a communications blitzkrieg in the form of a slew of customer outreach programmes to win back their confidence. Not only did we successfully present the brand as the greatest turnaround story in the history of Indian aviation, the share price of SpiceJet increased by a whopping 384% on the BSE, India’s premier stock exchange. The media outreach programme – involving over 300 journalists across 257 publications – generated 2,617 positive print impressions in 74 cities across India. This translates into an estimated collective outreach of 800 million people.

Bronze

Campaign Title

Airbnb and G-Dragon: Superstar turns Superhost

Client

Airbnb

Agency

Most people in Asia didn’t know Airbnb. And in a region where Bed and Breakfasts aren’t commonplace, the notion of staying in a stranger’s home when you’re traveling is extra strange. We needed to open up Asian travelers to the idea that staying in an Airbnb that’s hosted by a local can be a magical experience.

Our solution? Turn Asia’s biggest music superstar into a superhost. The iconic G-Dragon invited five fans from around Asia to experience what it’s like to truly live in his neighborhood of Itaewon. He checked them in, took them for dinner, told them about his favorite neighborhood spots and even left them Airbnb reviews.

Being an Airbnb user himself, we partnered with G-Dragon to create an authentic social presence from inviting people into his home over teasing on Instagram and capturing the journey. The partnership enabled massive organic engagement and media coverage throughout the region, increased brand awareness and spiked Airbnb sign-ups.